Read Full Mix Marketing’s latest marketing how-to column from the June 2019 edition of ‘Connected’ magazine from Cambridgeshire Chambers of Commerce.
Social media is a powerful tool for many businesses. Sarah West from Norwich marketing agency, Full Mix Marketing, shares her tips on creating effective posts:
- Be Strategic
Before you write a social media post, it’s important to decide on your strategy. Posting can be time consuming, so a well-defined plan is important.
You need to choose the most effective platform, the correct frequency of posting and the right mix of content. Generally, posting twice per week is effective on LinkedIn for B2B, whilst three times a week on Facebook is better for B2C. Twitter is popular but requires more frequent posting. Instagram is strongest for visual products and targeting younger consumers.
- Be Fresh
No matter your audience, it’s vital to post fresh and informative content which people want to read. Sales message alone rarely gain attention.
Social media moves quickly so being current is important. Company updates, hints & tips, insider knowledge, achievements or forthcoming events are all well received. Sharing third-party articles is also effective and can demonstrate your knowledge and leadership. Include a link, add a few lines of insight and highlight the relevance to what you deliver.
- Be Compelling
When it comes to busy social media feeds, posts need to stand out and grab attention. Put yourself in your audiences’ shoes and ask ‘Would I read this?’
Effective social media should make your business memorable (i.e. boost brand awareness) and/or drive people to your website, product or business.
Draw people in with an intriguing opening line, possibly posed as a question to which the answer is positive. If you wish people to click on a link (e.g. to your website) hint at the contents but don’t give too much away.
- Be Visual
Social media is highly visual and posts without images are usually ignored. Video can be powerful but engagement rates are frequently lower than anticipated. Many will only watch the first few seconds, so make your brand and key messages prominent at the start.
When choosing an image, use one which stands out and reinforces the message of the post. Where appropriate, incorporate your branding or use a consistent style which can become identifiable with your business.
When taking photos, you’re not expected to be a professional photographer. However, like poor spelling and grammar, low quality images can reflect negatively on your business.
For help turning your business’s social media into results, contact us today